Skip to content

How to Appeal to Millennial Supporters


With millennials — that is, people born in the 1980s and 1990s — set to make up half of the U.S. work force by 2020, the need for nonprofits to build ties with these young people is gaining urgency.

Yet many charities find it challenging to connect with millennials, and experts agree that traditional fundraising approaches often don’t work with this group. Recent studies help explain why and provide insights into some of the characteristics that define this generation.

For example, studies show that peers have more influence on millennials’ giving decisions than do ties to an institution or its representatives. Younger donors also value volunteerism, desire firsthand experience with charities, and want to know how their money is being used.

Here are a few resources to help you attract millennials to your cause — and keep them engaged.